Marseille 2007
| Abstract #385 - How to Run a Co-ordinated Mass Media HIV and AIDS Campaign | ||||
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Session: 35.1: BBC (Satellite 9) on Tuesday @ 13.00-14.00 in Chaired by Lizz Frost Yocum Authors: Presenting Author: Mr David Wood - BBC World Service Trust, United Kingdom |
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| Aim: Option 3 Satellite or Workshop: Media campaigns to raise public awareness about issues surrounding HIV and AIDS are not new. While there has been a lot of work in this area, there are still rising infection rates, stigma and reluctance in many communities to seek testing and drug therapy. This workshop will outline the important steps to co-ordinating approaches and achieving impact, pointing to the experience of the BBC World Service Trusts experience in this area. Participants will be given insights into the learnings from the Trusts mass media campaign in Cambodia, which has resulted in a run-away success TV drama and made the name Loak Chouy synonymous with condom in a country where discussing sex openly is not socially comfortable. | ||||
| Method / Issue: The workshop will involve key staff from the BBC World Service Trusts Cambodia project. Participants will be given a step by step guide to the essentials of a co-ordinated mass media approach. These will include setting up stakeholder groups at the inception phase how to involve a range of interested parties and sustain their involvement for the duration of the project messaging strategy how to go about deciding and devising a strategy on health messaging related to HIV and AIDS which would be designed to run across a range of media outputs, all reinforcing key messages and building on work completed to advance audience understanding of the issues broadcast schedule strategy how to work with broadcast partners and production staff to ensure that messages are co-ordinated across a range of outputs, simultaneously. There will be a presentation illustrating these key steps, with examples of the BBC World Service Trusts broadcast work. | ||||
| Results / Comments: Participants will take away from the workshop an understanding of the key elements essential to a co-ordinated mass media campaign from involving key stakeholders at an early stage to address and resolve issues around messaging through to drawing up a comprehensive broadcast schedule for outputs, involving broadcast partners. | ||||
| Discussion: What makes a successful mass media campaign? How can you make the message stick and change behaviours? A range of media interventions will be discussed and outlined, as will the importance of branding and slogans common across your campaign. | ||||
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